Chapter 2
Integrated marketing communication: how marketing communication evolved Copyright © 2014 McGraw-Hill Education (Australia) Pty Ltd
Belch, Advertising: An Integrated Marketing Communication Perspective, 3e

2-1

Learning objectives
2.1 To review the concept of marketing, examining how both marketing and marketing communication have evolved.
2.2 To introduce and define the concept of integrated marketing communication
(IMC).
2.3 To examine the reasons for the increasing importance of IMC. continued Copyright © 2014 McGraw-Hill Education (Australia) Pty Ltd
Belch, Advertising: An Integrated Marketing Communication Perspective, 3e

2-2

Learning objectives (cont.)
2.4 To explore the concept of integration, its different types and the necessity of integrating the whole organisation, not just the marketing communication tools.
2.5 To examine how IMC has been implemented and the typical barriers to its implementation. 2.6 To provide a framework for a strategic approach to marketing communication.
Copyright © 2014 McGraw-Hill Education (Australia) Pty Ltd
Belch, Advertising: An Integrated Marketing Communication Perspective, 3e

2-3

Chapter 2 map

Copyright © 2014 McGraw-Hill Education (Australia) Pty Ltd
Belch, Advertising: An Integrated Marketing Communication Perspective, 3e

2-4

Air New Zealand Nothing to hide campaign

continued
Copyright © 2014 McGraw-Hill Education (Australia) Pty Ltd
Belch, Advertising: An Integrated Marketing Communication Perspective, 3e

2-5

Air New Zealand Nothing to hide campaign (cont.)
Campaign objectives were to:

•maintain Air New Zealand’s market share
•leverage the campaign for retail promotional sales •convey that Air NZ’s airfare was all-inclusive— unlike the competition
•build on the airline’s leadership and innovation credentials •lift the Air NZ brand profile in offshore markets, primarily through unpaid media.
Copyright © 2014 McGraw-Hill Education (Australia) Pty Ltd
Belch, Advertising: An Integrated Marketing Communication Perspective, 3e

2-6

Marketing: where IMC begins
Traditional
Traditional definition definition Marketing
Marketing is is the the process process of of planning planning and and executing executing the the conception, conception, pricing, pricing, promotion promotion and and distribution distribution of of ideas, ideas, goods goods and and services services to to create create exchanges exchanges that that satisfy satisfy individual individual and and organisational organisational objectives. objectives. Revised
Revised definition definition Marketing
Marketing is is the the activity, activity, set set of of institutions, institutions, and and processes processes for for creating, creating, communicating, communicating, delivering delivering and and exchanging exchanging offerings offerings that that have have value value for for customers, customers, clients, clients, partners partners and and society society at at large. large. continued
Copyright © 2014 McGraw-Hill Education (Australia) Pty Ltd
Belch, Advertising: An Integrated Marketing Communication Perspective, 3e

2-7

Marketing: where IMC begins (cont.)
Marketing
Marketing is is the the activity, activity, set set of of institutions, institutions, and and processes processes for for creating, creating, communicating, communicating, delivering delivering and and exchanging exchanging offerings offerings that that have have value value for for customers, customers, clients clients and and society society at at large. large. Value
Value co-creation co-creation AMA,
AMA, 2007
2007

Copyright © 2014 McGraw-Hill Education (Australia) Pty Ltd
Belch, Advertising: An Integrated Marketing Communication Perspective, 3e

Social
Social impact impact Exchange
Exchange

Relationships
Relationships

2-8

Relationships and value
Value
Value

=

Benefits
Benefits

Minus

Costs
Costs

Value refers to the customer’s perception of all of the benefits of a product or service weighed against the costs
of